The #1 Biggest Mistake DTC Brands Make With Email Marketing

A few weeks ago I'm on a discovery call with a 7-figure DTC brand.

They tell me they don't see the value in email marketing.

"When I check my junk email, I don't read any of that stuff. So I don't really see the point."

Then the bomb: their marketing manager cancelled their Klaviyo account six months ago because spam bots raised their bill.

Zero emails for half a year.

Here's the biggest problem I’ve seen with lots of DTC founders.

You can't market to yourself.

Just because YOU don't read marketing emails doesn't mean your list doesn't.

Some people live in their inbox. Some ignore everything. Some only respond to texts.

Your job isn't to project your preferences onto 100,000 subscribers.

Your job is to test, measure, and optimize based on what works.

Simply put, email the cheapest traffic source you own.

→ You collected that email once
→ Now you bring them back for dimes
→ No extra retargeting spend. 

Your customer list is your most valuable asset.

Not your Instagram or TikTok followers. 

Those are rented lists.

Because when you own your list, you can email them, text them, mail them postcards without begging Zuckerberg for reach or paying Google $8 per click.

Stop letting your personal inbox habits dictate your marketing strategy.

If you're not running email because YOU don't like getting emails, you're leaving money on the table.

We need to talk.

Email, peace, and love,

Ben

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